The prestigious Victorian Training Awards (VTAs) are the flagship awards program that recognise and honour outstanding achievements and contributions to Victoria’s TAFE and training sector. The VTAs celebrate excellence in the VET sector and offer a unique opportunity to showcase high achievement, best practice and innovation in training students, teachers, training providers and employers. Following a decline in the number of nominations submitted for the VTAs), and gala attendee numbers over the last decade, the department requested the development of a creative campaign to refresh the brand and generate interest and strengthen stakeholder engagement in the VTAs.
ADZ Collective recognised that there was a distinct lack of brand identity, resulting in limiting the target audiences to self-identify with the brand. In response, and remaining within government brand guidelines, ADZ created a suite of 11 characters, representing students, teachers, trainers and training providers, all from diverse backgrounds, to mirror and emulate the audiences the VTAs reflect. We then animated each individual character and created hero scenes to extend usage and interaction across multiple channels. Branding extended across multiple channels for maximum exposure and ultimately to drive engagement to the awards program.
Channels
- Illustration
- Animation
- Print
- Digital
- Social
